Can you imagine Dunkin’ Donuts without the “Donuts”?! Luckily, that possible change would be in name only.
Yes, donut chain Dunkin’ Donuts is testing the shortened “Dunkin’” name at a few U.S. locations in a move to widen its appeal beyond donuts to coffee, according to Nation’s Restaurant News. CNBC reports that a company statement said: "While we remain the number one retailer of donuts in the country, as part of our efforts to reinforce that Dunkin' Donuts is a beverage-led brand and coffee leader, we will be testing signage in a few locations that refer to the brand simply as 'Dunkin'." The company also has plans to start redesigning its stores.
The company has been referring to itself as Dunkin’ in advertising “for more than a decade, ever since we introduced our ‘America Runs on Dunkin’ campaign,” according to a company statement. A final decision about whether to change the name is expected to be made in late 2018.